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HP brings Coca-Cola ‘personal relationships’ campaign to India
2018-07-17

From: Packaging News


HP has collaborated with Coca-Cola yet again to bring a version of the hugely popular ‘Share a Coke’ campaign to India.



Supported by HP Indigo digital printing, the campaign celebrates both patriarchal, family, and social relationships in one of the world’s largest consumer markets – printed in 12 different Indian languages.


Using the HP Indigo 20000 Digital Press, te campaign’s principal idea ‘Har Rishta Bola, Mere Naam Ki Coca-Cola,’ which roughly translates to ‘All my relationships names are on my Coca-Cola’, features coke cans and bottles with 20 different special relationships printed on them, including ‘Bae’ (elder brother), Bro, Dude, BFF, Dad, Mom, Daughter, etc.


Labels have been created in 12 languages, which are English, Hindi, Tamil, Telugu, Kannada, Bengali, Malayalam, Oriya, Assamese, Gujarati, Punjabi and Marathi.


Each relationship is accompanied by an exciting descriptor, such as Grandad (Old School. Yet Cool), Grandma (Scolds me. Spoils me), Daddy (My teacher. My friend), Mom (Above the rest. Simply the best) Son (My devil. My angel), Sis (Supermodel. Super role model), Bro (Troublemaker. Merrymaker), Boss (Pushes me. Promotes me)


Additionally there are nicknames including BFF (Laughs with me. Cries with me), Bae (Bugs me. Hugs me). A total of 11 million labels will be printed digitally using HP Indigo 20000 digital press on PET bottles through the machine installed at Huhtamaki, a HP customer based in Mumbai.


Ajay Bathija, Director-Colas, Coca-Cola India & South-West Asia, said: “We are delighted to partner with HP for the Indian spin of our ‘Share A Coke’ campaign, that takes a refreshing new look at relationships. This campaign aims to encourage Indian consumers to celebrate relationships that have evolved over the years and reignite them by creating a moment of happiness that comes from sharing a Coke.”


Commenting on the campaign from HP, A. Appadurai, Country Manager, HP Indigo Graphics Solutions Business, India said: “The changing tastes of consumers in packaging of goods has the potential to chip away market share of brands as customers value packaging with a personalised touch which adds to the overall emotional quotient of the customer. As a pioneer in changing the digital printing landscape, HP is progressively focusing on offering innovative solutions for them.”


Michael Boyle, Vice President – Graphics Solutions Business – Asia Pacific and Japan, HP, said: “As brands continue to look for ways to connect with their audiences, we are seeing a growing trend of mass personalized packaging, including desktop label printing campaigns in stores. The HP Indigo 20000 opens a realm of possibilities for flexible packaging converters, by enabling them to efficiently and profitably cope with changing market demands for shorter runs, more varied SKUs, and customized campaigns. HP Indigo is the only digital color printing process that matches gravure quality and is safe for primary food packaging.

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